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Snap Overview

  • Updated on May 30, 2026
  • Published on Mar 20, 2025
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Overview

Attention

This article explains the legacy Branch ads experience, which is slated for deprecation.  To set up ad partners and manage your ads in new Branch, see Ad Partners (New).

Branch offers advanced ad attribution insights with integration for Snap. Using Snap's self-attribution network (SAN) data and Branch's mobile measurement system, you can see how many installs and conversion events were attributed to Snap, allowing you to make informed decisions with your advertising dollars.

Branch and Snap supports mobile app conversion attribution for the following campaign objective and goal-based bidding objectives:

Campaign Objective

Goal-Based Bidding Objective

Drive Traffic to App

Acquisition:

  • Swipe Up

  • Install

  • App Purchase

  • Add to Cart

  • App Sign Up

Drive Traffic to App

Re-Engagement:

  • Swipe Up

  • App Open (Re-Engagement)

  • App Purchase (Re-Engagement)

Additional Campaign Identifiers

Snap Advanced Conversions

To utilize additional campaign identifiers, Snap Advanced Conversions need to be enabled.

Snap appends a Click ID, known as the ScCid parameter, to deep links on iOS and Android devices for opt-in and opt-out users. Branch then parses the ScCid from events and provides them to Snap for attribution and campaign optimization.

Prerequisites

Before you begin, be sure the following is confirmed.

  • First, the Branch SDK must be integrated into your app, for both iOS and Android.

  • You must also collect the IDFA on iOS, or the AAID on Android. For specifics, refer to the set up guide for iOS and Android respectively.

  • Make sure to track all necessary events through the SDKs.

In order to enable Snap, you need to have completed the following:

  1. Created a Branch Dashboard.

  2. Enabled Ads for your Branch account.

    1. Contact your Branch account manager or visit https://branch.io/pricing

  3. Implemented the Branch SDK into your mobile app (iOS | Android)

    1. Track events

  4. Admin access to your Snap account.

Enable Snap

1. Connect Snap in Branch

In the Branch Dashboard under Ads > Partner Management, find/search for Google AdWords. If you're already logged into the Branch Dashboard, you can also click here to go there directly.

Click the Log In With Snapchat button to authenticate with your Snap account.

After connecting, Snap should be connected to Branch!

2. Add Snap App ID

Enter your Snap App ID. To use different IDs for your Android and iOS apps, check the Use different iOS and Android IDs box. To add multiple Snap App IDs, separate each value with a comma.

Connecting Multiple Accounts

All SANs - including Snap - accept multiple accounts. However, only a single Branch user can authenticate the integration. This means that the single user must have access to all of the accounts you wish to connect.

Click the Save button, and you can verify all of your Snap information:

View Snap Data

Data Purge

  • Branch will purge last-attributed data after 60 days.

Data Mapping

Event Names

Branch supports sending Standard and Custom Events to Snap.

Below are the mappings for Branch events to Snap events.

Branch Event Name

Snap Event Name

Sent by Default

INSTALL

APP_INSTALL

Yes

VIEW_ITEM

VIEW_CONTENT

Yes

ADD_TO_CART

ADD_CART

Yes

INITIATE_PURCHASE

START_CHECKOUT

Yes

PURCHASE

PURCHASE

Yes

ADD_PAYMENT_INFO

ADD_BILLING

Yes

COMPLETE_REGISTRATION

SIGN_UP

Yes

SEARCH

SEARCH

Yes

ACHIEVE_LEVEL

LEVEL_COMPLETE

Yes

OPEN / REINSTALL

APP_OPEN

Yes

SUBSCRIBE

SUBSCRIBE

Yes

CLICK_AD

AD_CLICK

Yes

VIEW_AD

AD_VIEW

Yes

COMPLETE_TUTORIAL

COMPLETE_TUTORIAL

Yes

INVITE

INVITE

Yes

LOGIN

LOGIN

Yes

SHARE

SHARE

Yes

RESERVE

RESERVE

Yes

UNLOCK_ACHIEVEMENT

ACHIEVEMENT_UNLOCKED

Yes

ADD_TO_WISHLIST

ADD_TO_WISHLIST

Yes

SPEND_CREDITS

SPENT_CREDITS

Yes

RATE

RATE

Yes

START_TRIAL

START_TRIAL

Yes

VIEW_ITEMS

LIST_VIEW

Yes

Custom Branch Event

SAVE

No

Custom Branch Event

PAGE_VIEW

No

Snap also allows 5 slots for custom events. To use these slots, you can create a Branch Event (either Standard or Custom), and that will get mapped to a Snap event that begins with CUSTOM_EVENT_....

Branch Event

Snap Event Name

Sent by Default

Branch Event (Standard or Custom)

CUSTOM_EVENT_1

No

Branch Event (Standard or Custom)

CUSTOM_EVENT_2

No

Branch Event (Standard or Custom)

CUSTOM_EVENT_3

No

Branch Event (Standard or Custom)

CUSTOM_EVENT_4

No

Branch Event (Standard or Custom)

CUSTOM_EVENT_5

No

Campaign Data

Branch maps the following data fields from Snap to Branch.

Branch Data

Snap Data

Parameter in Deep Link URL

~campaign

campaign_name

cname

~campaign_id

campaign_id

cid

~ad_set_name

ad_squad_name

adsetname

~ad_set_id

ad_squad_id

adsetid

~ad_name

ad_name

adname

~ad_id

ad_id

adid

~ad_account_id

ad_account_id

adacctid

Metadata

Branch metadata

Snap Metadata

Description

SKU (list of)

item_ids

International Article Number (EAN) when applicable, or other product or category identifier.

Quantity

number_items

Number of items.

revenue

price

Monetary value of the conversion event in float format. Please do not include currency symbols or commas as part of the value. (ex. single value: price=34.24, multiple values: price=99.43,45.34;34.27)

currency_code

currency

Currency in standard ISO 4217 code (ex. EUR, USD, JPY). Required if price is included.

transactionID

transaction_id

Transaction ID.

searchQuery

search_string

The text string that was searched.

custom_data.level

level

Level in the game.

Cost Data

Export Snap Data

Restrictions on Raw Data Exports

Snap applies restrictions to certain user-level raw data exports for Snap-attributed conversions, especially for view-through attribution data. These restrictions affect log-level export products, including Daily Exports, Custom Exports, Scheduled Log Exports APIs, webhooks, third-party data integrations, and ad partner postbacks.

When Snap raw data restrictions apply, Branch may remove or obfuscate specific attribution fields from log-level exports. Customers can still identify Snap as the media source for restricted conversions, but certain granular attribution details may be unavailable at log level.

Aggregate reporting is not impacted by these log-level restrictions. Campaign-level aggregate data remains available in Branch, aggregate-level APIs, and Snap’s own reporting interfaces.

For the full list of restricted fields refer to the Restricted Parameters table below.

Restricted parameters

Snap Parameter

Branch Parameter

ad_account_id

~advertising_account_id

ad_id

~ad_id

ad_name

~ad_name

country

~country_or_region

request_id

N/A

snap_channel

~secondary_publisher

deep_link_url

external_intent_uri, universal_link_url, android_app_link_url

We cannot send device-level Snap attribution data to third parties. Thus, we cannot send events attributed to Snap via Data Integrations. Please instead consider analyzing this data in-house (using our suite of Webhooks & Export APIs), or using the Branch Dashboard for all of your analytics and attribution needs.

Troubleshooting

Discrepancies

  • Snap Ads Manager time zones are set at the time your ad account is created. You can see your Snap time zone in your Snap Ad Account Settings, but you cannot change it. You can change your Branch dashboard time zone in Account Settings to match.

  • Verify your Snap attribution windows match your Branch attribution windows. Ask your Snap account manager for your attribution windows. Your Branch windows are visible either in Link Settings (global windows) or in the Attribution Windows section of the Snap entry in Ads Partner Manager. Snap windows can be configured under "Customize Columns" in the Snap UI.

  • When deep linking, create a link via the Branch dashboard. If you are running an app campaign, please ensure your link has %24deeplink_no_attribution=true as a query parameter to remove that link's ability to claim attribution, otherwise the link may claim attribution over the SAN claim. The link will still deep link.

  • Snap's reporting API does not provide any "compare by" functionality outside of the ads analytics tags. So, you cannot compare Snap click + impression data by platform, OS or country, for example.

Data export issues

You can see analytics on impressions, clicks, installs, opens and conversion events on various pages of Branch.

We cannot send device-level Snap attribution data to third parties. Thus, we cannot send events attributed to Snap via data integrations. Please instead consider analyzing this data in-house (using webhooks, the Daily Export API, or CSV exports), or using the Branch Dashboard for all of your analytics and attribution needs.

For more information, please see Export Snap Data.

Snap SKAdNetwork

Branch and Snap are integrated for SKAdNetwork! For customers using the Branch SDK, Branch will provide Snap your conversion value mapping for campaign optimization.

Snap requires that Snap event names be used in order to make use of that mapping. In order to accomodate, Branch will send the Snap event name for your conversion values as long as you have the correct events mapped under Partner Management --> Event Config.

To check if we will send Snap event names for your conversion value mapping:

  1. Go to Ads --> Partner Management --> Snap --> Event Config

  2. Add Branch MMP to Snap. Select Branch from the 'Please share postbacks with this MMP' drop down field in the Snap App Details

  1. Ensure that the Branch events you are using for Conversion Values are mapped to corresponding Snap event names

Advanced

Snap App ID

Snap App IDs are generated by an advertiser in Snap’s Business Manager or when they register their app for Snap at https://kit.snapchat.com/ and tied to the advertiser’s organization ID. Snap App IDs are associated to an advertiser’s organization in Snap’s ad platform. If the Snap App ID is generated in Snap Kit, it will need to be linked to their organization in Business Manager.

Advertisers will only be able to build mobile app custom audiences from their mobile measurement events inside Snap’s ad platform from postback events that have their Snap App ID(s).

Learn more about the Snap App ID.

Snap Audience Network

Snap Audience Network (SDK and RTB) is a network where advertisers can expand the reach of their campaigns beyond Snapchat. Conversion attribution will work the same as Snapchat conversion attribution and advertisers will have the ability to run a single campaign across both Snapchat and
the Snap Audience Network (SAN).

Learn more about Snap Custom Audiences.

Branch Links can be used for click & impression tracking, however, you cannot leverage Branch Links directly in the Deeplink field. Snap currently restrics any Universal Link or App Link or MMP redirect link in their paid media campaigns (Snap documentation). For SAN deferred deep linking support go here.

Your app needs to be able to read the Deep link URI AND any additional data necessary for routing.

  1. Ensure that your app is set up to read custom URI scheme key:value pairs for the purposes of deep link routing

  2. Fetch your URI scheme from the Branch app configuration.

  3. Combine your URI scheme with your required key:value pair (e.g. yourBranchappscheme://yourKeyValue).

  4. Set up your Snap campaign, selecting Drive Traffic to App.

  1. On the Build Your Ads page:

    1. Paste your Branch URI scheme into the DEEPLINK URI field.

    2. Select Web Site as the FALLBACK TYPE and add web URL to ensure routing for non-app users.

  1. Finish building your Snap campaign.

Web Site as Fallback Required for Deferred Deep Linking

Please ensure you choose Web Site as the FALLBACK TYPE and inserting the same Branch Link into the provided field. If you choose App Install as the FALLBACK TYPE, users not properly routed will be sent to the App Store without the Branch Link and deferred deep linking will not occur.

Agency-Managed Campaigns